How to establish a membership operation system?

In a broad sense, all manual interventions around Internet products are operations . Most companies in the mobile Internet field are product-oriented and supplemented by operations. Operations solve problems such as product introduction, retention, and activity, which are collectively referred to as product operations .

But the classification of operations is far more than that. There are many ways to classify, such as by function ( user operation , etc.), by form ( marketing operation , etc.), and by product form (community operation, etc.).

What I want to organize today is: How to establish a membership operation system? This falls under the category of user operations.

The core of user operation is very simple, which is to find where the users are (understand the product, lock in users), attract new users (acquire users at an acceptable cost), retain users (keep users using your product), and awaken dormant users (keep in touch with users when they are not using the product). In the early stages of product operation, attracting new users is the most important task. When the product and business complete the seed user stage and begin to enter a period of stable business growth, retention becomes the most important topic of user operation. A stable and effective membership operation product can have a positive effect on user retention and activity in the long term, allowing users to give priority to using our products when faced with a large number of competing products on the market.

What are the categories of membership operation systems?

Common membership operation systems include levels, points , and a mixture of the two ;

The grading system usually uses the frequency of user behavior or the corresponding >EXP> as a medium to stratify users, and then matches each grading with different rights (material>&>spiritual rights) to produce positive incentives and stimulate users to produce business contributions. Finally, as long as the total amount of business contributions increased by the additional stimulation exceeds the equity cost, this system is producing a positive effect;

The core of the level system's impact on operational effectiveness lies in the setting of level thresholds (user behavior analysis) and the sense of rights and interests of each level (richness and sense of value);

In order to maintain user activity and clearly distinguish user value, the business side will expire the experience value, and the period is usually calculated in natural years;

The membership level system is more effective for businesses with medium to high consumption frequencies, as it can motivate users to maintain stable consumption habits. However, it is less effective than points for businesses with low consumption frequencies (air travel and vacations). User attributes and scale will change at different business stages, and the thresholds for level division and rights distribution will face adjustments. However, users are generally not very receptive to changes in the membership level system, which will lead to customer complaints.

The points system is roughly divided into two types: gold standard points and non-gold standard points . The former has a stronger sense of value, but the cost pressure is greater. As the business scale grows, a large number of points will be deposited, which will be regarded as unpaid costs financially. Moreover, because of the gold standard, it will be regarded as an asset by users. If the business party arbitrarily handles the expiration, it will attract a large number of customer complaints.

The gold standard points system is more intuitive than the level system and is usually more effective in the early stages of a business. However, if the user growth and redemption ratio are underestimated in the early stages, the budget may eventually explode as the business grows explosively.

The non-gold standard points system has a weaker sense of rights and interests and is usually used for high-frequency oligopoly businesses. The redeemable rights are mostly coupons with usage thresholds. They have less cost pressure and strong mobility, such as Didi points, which I will not elaborate on here.

The core of the points system lies in the [setting of the redemption ratio], which directly determines the size of the incentive effect of the points model.

Various types of cases on the market

Tier system: Starbucks, Tao Piao Piao

Points system: Jifenbao, Guevara

Level>&>Points system: Alipay , airlines, Tmall

Due to limited space, I will not elaborate on the case analysis first. If you are interested, please leave a message and I will analyze the case with the most feedback.

How to choose an operating system that suits you?

The pros and cons of each product type are obvious. You should first analyze your business type, frequency, gross profit and other attributes, and then choose the appropriate type.

Business Type:

For large platform businesses, the rights and interests costs of the membership operation system can be passed on to platform merchants (Taobao, Tmall) or rely on rich product functions to segment user permissions (Alipay). Therefore, this type of business can choose a mixed level & points model. The membership center serves as the user entrance and delivers users to various sub-businesses within the ecosystem, thereby exchanging for rich rights and interests to provide to users. The overall cost is controllable, with a dual engine of levels + points.

Vertical functional products and community products mean that you have to cover the equity costs of the operating system, so you have to be relatively cautious in your choices and make long-term plans to avoid giving users high-cost equity in the early stages, which may not be covered when the user scale increases later.

Frequency:

For high-frequency businesses, it is impossible to provide high-value equity incentives for single user behaviors, so single behaviors are usually converted into EXP or points as equity media for accumulation; however, the equity cost pressure of high-frequency businesses is relatively high. Therefore, if you choose the experience level mode, then the rights and interests corresponding to the level are mostly spiritual incentives (such as community levels). If you choose the points mode, then the rights and interests that can be exchanged for points are mostly low-cost rights and interests with thresholds (for example: Didi points).

Low-frequency business focuses on marketing , and the effect of membership operation products on low-frequency business is a century-old problem. Currently, the only one that is doing relatively well is the airline’s mileage points system.

gross profit:

Business gross profit directly corresponds to the choice of rights and interests. Rights and interests are usually divided into primary rights and interests (main business rights and interests), auxiliary rights and interests (related business rights and interests) and spiritual incentive rights and interests. Starbucks with high gross profit can offer buy one get one free, but it cannot afford ticketing products. The same logic applies to the points redemption ratio.

Conclusion:

This article has led to several topics, including the classification of membership operation system rights and interests, how to divide levels, setting of points redemption ratios, ways to consume points, analysis of cases, etc. If you are interested, please leave a message and we will organize and share them one by one based on your feedback.

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The author of this article @戴某DEMO is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!